ABOUT HUE & MACHINE
Strategic design
for software
where
the data is the product
300+ products. Microsoft, DoorDash, Stanford.
London, New York, Kyiv.
OUR APPROACH
I.
Embedded in the product.
Accountable for the outcome
That means understanding the product's
architecture and business context
before proposing
any design direction —
and staying accountable
for outcomes
rather than handing over files
and disengaging.
We learn your domain, then design solutions your
engineers
can actually build — from compliant
KYC onboarding
to SOC dashboards that surface
threats without the noise.
300+
PRODUCTS2020
EST.5
INDUSTRIES3
OFFICESFintech platforms, clinical dashboards,
enterprise
ERPs. Complex products,
not marketing sites.
Continuous practice since founding.
Growing every
year — new capabilities,
same independence.
Regulated, data-dense,
high-consequence. Verticals where
a design decision carries real weight.
London strategy. New York partnerships.
Kyiv craft
and engineering. One delivery
standard across every
time zone.
HOW WE WORK
II.
Five practices built
to work as one
Hue & Machine is a product design
company
for SaaS and enterprise software,
specializing
in UX audits, accessibility
compliance,
and data-dense product
design. We work across
the full product
lifecycle through five
interconnected
practices. Engagements move
fluidly
between pillars — a project that begins
as a UX audit often expands into product
redesign,
then continues as an ongoing
retainer once
the design system is in place.
Every project is led by a designer who owns
the outcome
end-to-end — no account manager
handoffs, no bait-and-switch.
We use
AI-assisted
prototyping and component
frameworks
to move
fast where speed
is appropriate, and invest custom
design time
where the product's differentiation
actually lives.
300+ products
across fintech,
healthtech,
enterprise,
and cybersecurity.
TRUSTED BY
III.
LEADERSHIP
IV.
The people behind
the work
Led by a four-person C-suite, built
by designers, engineers, and researchers
across three offices.
Alexander Kuzminets
Strategy, sales, and client relationships.
Manages the intersection of business goals
and design outcomes — and owns
the company's overall direction.
Andrew Varshava
Owns design output across the product,
brand, and digital experience pillars.
Sets quality standards and creative
direction for every engagement.
Anastasia Shengel
Operations, project delivery, and ongoing
client partnerships. Ensures every
engagement runs on schedule, on scope,
and on the standard the team is known for.
Slava Boiko
Revenue, consulting practice, and client
relations. Owns the strategic-consulting
pillar and ensures alignment between client
goals and design output.
The wider team
Every specialist, held to the same
standard —
across London, New York,
and Kyiv.
OFFICES
V.
Three hubs, one team
Three offices across two continents,
built
to function as a single team —
strategy &
client leadership in London, client
partnerships
in New York, and a production
team in Kyiv.
London
UKHeadquarters
Our London office leads discovery &
strategy, owns
client relationships,
and coordinates delivery across
time
zones.
It is where engagements
are scoped
and
where senior client
communication lives.
New York
USClient Partnership
New York puts us in the same working
day
as the largest concentration
of B2B SaaS
companies
in the world —
senior client
coverage across
US business hours,
from first call
through delivery.
Kyiv
UKRProduction Team
Kyiv is where the work gets built:
UX/UI designers, design systems
engineers,
researchers, and quality
assurance.
It is the largest of the three
teams
and
the engine
of every
engagement.